Email vs. Direct Mail:
Email is used by 83% of
respondents and scores a high 4.4 out of 5 efficiency rating while direct mail
scores at 3.5. Both methods use a targeted delivery, however, the cost of email
is substantially lower than the cost of development, printing, labeling, and
postage for a direct mailing.
In fact, when you compare the response rate
of 11% (and up to 20%) for targeted email; vs. the 1-3% response from direct
mail, email wins - hands down.
Mergers and acquisitions among e-mail
marketers and the development of customer relationship management services will
spur 41 percent annual growth in the e-mail marketing industry to $3.5 billion
by 2005, up from $910 million in 2001, according to a study by Winterberry
The study noted that this growth is being
driven by direct marketers' increasing acceptance of e-mail as a viable
marketing channel. Permission-based commercial e-mail accounts for about 10
percent of the 300 billion
messages sent today. By 2005, it is expected to account for about 25 percent of
600 billion messages.